Customer Data Quality: Why is it critical and how Iksula can help?

In today’s data-driven landscape, the importance of customer data quality cannot be overstated, especially for eCommerce businesses. The accuracy and reliability of customer data play a crucial role in shaping successful business strategies and driving growth. In this blog, we will delve into six key reasons why customer data quality holds such significance for retailers, ranging from delivering personalized customer experiences to ensuring data-driven decision-making. Customer data quality is critical in retail and eCommerce organizations for several reasons including:

1. Personalization and Customer Experience: Accurate and reliable customer data enables organizations to understand their customers better and deliver personalized experiences. Tailoring marketing campaigns, product recommendations, and offers based on accurate customer insights can significantly improve customer satisfaction and loyalty.

2. Data-Driven Decision-Making: High-quality customer data is the foundation for data-driven decision-making. Organizations can use this data to identify trends, preferences, and buying behaviors, leading to more informed business strategies and improved operational efficiency.

3. Targeted Marketing and Advertising: Precise customer data allows retailers to segment their customer base effectively. This segmentation empowers targeted marketing and advertising efforts, ensuring that the right messages reach customers at the right time, increasing the likelihood of conversion and engagement.

4. Inventory Management and Demand Forecasting: Accurate customer data aids in predicting customer demand, helping organizations optimize inventory levels. By understanding what customers are buying and when, retailers can avoid stockouts and overstocking, reducing costs and enhancing customer satisfaction.

5. Reduction of Fraud and Risk Management: High-quality customer data helps organizations verify customer identities, detect fraudulent activities, and mitigate risks associated with financial transactions, providing a secure shopping environment for customers.

6. Customer Retention and Loyalty Programs: By analyzing customer data, organizations can identify loyal customers and their preferences. Implementing effective loyalty programs and retention strategies based on this data can increase customer retention rates and a more substantial customer base.


Overall, customer data quality is an invaluable asset for eCommerce organizations in today’s data-driven landscape. It enables them to build stronger customer relationships, drive growth, and stay competitive. Additionally, as data privacy concerns grow, maintaining high-quality customer data is essential for complying with regulations and building customer trust.


This section presents compelling statistics that shed light on the criticality of customer data quality, from the rate of data decay to its staggering impact on revenue and customer trust.


1. Data Decay Rate: According to a report by Dun & Bradstreet, B2B customer data decays at an average rate of 2.1% per month, implying that a significant portion of customer data becomes outdated over time.

2. Cost of Bad Data: Experian estimates that businesses in the United States believe up to 33% of their customer data is inaccurate. The estimated cost of insufficient data to companies in the US amounts to $3.1 trillion per year.

3. Data Quality Impact on Revenue: Gartner estimated that poor data quality can lead to a 20% reduction in an organization’s revenue. This impact stems from missed sales opportunities, incorrect marketing efforts, and inefficient customer targeting.

4. Customer Trust and Data Quality: According to an IBM survey, 81% of consumers said they had concerns about the mishandling of their data, and 87% believed companies should prioritize data privacy and security.

5. Data-Driven Decision Making: A survey by NewVantage Partners found that 88% of executives said they faced challenges with data quality, which impacted their ability to make data-driven decisions.

6. Personalization and Customer Experience: According to Epsilon, 80% of consumers are likely to do business with a company if it offers personalized experiences. Accurate customer data is essential for practical personalization efforts.

7. Data Quality Initiatives: In a survey by Experian Data Quality, 95% of organizations reported that they had data quality initiatives to improve customer data’s accuracy and reliability.


Iksula helps in data quality & governance, leveraging Athena to identify defects or problems & coordinate with stakeholders for tracking & fixing problems. Below is how Iksula has helped retailers & eCommerce organizations with customer data quality:

  1. Data Quality Tools and Software: Iksula has a proprietary tool – “Athena”, enabling retailers to automate data validation, cleansing, and enrichment processes. These tools identify and rectify errors, remove duplicates, and enhance data accuracy.



  1. Data Integration and Master Data Management (MDM): Assist in integrating customer data from various sources into a centralized MDM system. This centralization ensures a consistent and accurate view of customer information across different departments and systems.

  2. Data Governance and Compliance: Help retail organizations establish data governance policies and compliance frameworks. Iksula assists in defining data quality standards, data ownership, and access controls to manage data securely and competently. Iksula conducts regular data audits and reviews to help retailers identify data quality issues, monitor data accuracy, and implement corrective actions. It ensures that the data remains clean and reliable over time.

  3. Real-time Data Updates: Implement mechanisms for real-time data updates, enabling retailers to maintain current and relevant customer information. It ensures that customer profiles reflect the latest interactions and preferences.

  4. Data Analytics and Insights: Iksula’s data analytics capabilities enable retailers to gain valuable insights from customer data. Iksula helps retail organizations identify trends, preferences, and buying behaviors by leveraging analytics tools, leading to data-driven decision-making and personalized customer experiences.

By partnering with Iksula, retailers and eCommerce organizations can efficiently manage and improve customer data quality, enhancing customer engagement and business outcomes.


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